Vertic's approach for creating solutions that add value to the customer, make you achieve your business objectives, and make you differentiate from the competitors.

1. CUSTOMER-CENTRIC
BRANDING
Building solutions that add value to
your business and to your customer
SDU – 26.09.2018

2. W H O A M I
V E R T I C
S H A R E
O F L I F E
S T R A T E G I C
F R A M E W O R K
O U T S I D E - I N
P E R S P E C T I V E
I N S I D E - O U T
P E R S P E C T I V E

3. W H O A M I

4. Start doing
More of
Less of
Stop doing
MY WHY
4Vertic 2018 © Copyright and Confidential
• Communicate
• Speak languages
• Travel
• Discover cultures

5. Double Bachelor in Languages and
Communication (Italy-France)
Internship in Consulting
at 19:13 Werbeagentur (Munich)
M.A. Intercultural Marketing at CBS
Master thesis on a case about Novozymes
Junior Strategic Planner
at Vertic (CPH)
NOW
Business Development Manager
at Work Genius (Hamburg)
Strategic Planner
at Vertic (CPH)
A mix of theory and practice

6. V E R T I C

7. CPH
NYC
SNG
SEA
Global Agency • Best of Both Worlds • Strategic Creativity
7Vertic 2018 © Copyright and Confidential
GLOBAL
AGENCY

8. 8Vertic 2018 © Copyright and Confidential
Digital Strategy
& Concept
Global
Campaigns
User Experience Websites
Engagement
Platforms
Video & Animation
Digital
Customer Insight
Mobile
OUR SERVICE LINES

9. Insights Strategy Execution
The Multichannel Engagement Approach

10. Insights Strategy Execution
The Multichannel Engagement Approach
Social
Media
Listening
Search
Demand
Internal
Workshop
Interviews
Surveys
Comp.
Landscape
Web Analysis
Tasks,
Pains,
Gains
Behaviors
to Change
Personas
&
Decision
Journey
Customer
Flows
Website
Creative
work
Campaigns KPI &
Optimization

11. S H A R E
O F L I F E

12. Share of Life™
12

13. How much in a
24 hour day is your
brand “entangled”* in
a meaningful way in a
person’s life?
From Share of mind to Share of Life
*Rapp, Stan & Jespersen, Sebastian (2016) Release the Power of Entangled Marketing. Going beyond Engagement.

14. We lived
on farms

15. Then we
lived in cities

16. Now we live
on the Internet

17. An Internet-Obsessed
World
Half of British
singles have
never asked
someone on a
date face-to-
face
200,000toys in the first five hours of “Black
Friday” 2017
Google processes
of Danish Internet
users do e-Banking
50%
billion Internet users
in the world
88%
of Danes shop online
40%
More than
100 billionsearches a month
80%
3.5
of the world’s population has
an internet connection in 2018
Amazon sold
of all searches
will be by voice
search soon

18. Everything will
be connected

19. Source : Adage, CMO Strategy
74%
“If 74% of brands could
disappear tomorrow,
consumers wouldn't care.”
IVERTICINC2018

20. Share of Life™
The decisive benchmark in the digital economy
with Internet-obsessed customers

21. Share of Life
Zero Degrees
of Separation
One–with–One Entanglement
™
O
The Three Pillars of

22. S T R A T E G I C
F R A M E W O R K

23. Start doing
More of
Less of
Stop doing
Outside-in
Perspective
Inside-out
Perspective
Strategic Framework
24Vertic 2018 © Copyright and Confidential
Competitor Analysis
What do our customers want?
What do we want our
customers to do?
What are our
competitors doing?
Add Value to the customer Achieve business objectives Differentiate from competition

24. O U T S I D E - I N
P E R S P E C T I V E

25. 26Vertic 2018 © Copyright and Confidential
CLOSED
TASKS PAINS GAINS
The customer perspective
How to find these insights:
Interviews
&
Surveys
Social Media
Listening
Workshop

26. I N S I D E - O U T
P E R S P E C T I V E

27. 28Vertic 2018 © Copyright and Confidential
FitFit - increasing number
of membership
cancellations
Irregular users Make customers come
more regularly
BEHAVIOR TO
CHANGE 1
SCENARIO PROBLEM
or
OBJECTIVE
The inside-out perspective
1 B. J. Fogg’s Behavioral Model (2007)

28. Changing Behavior
29Vertic 2018 © Copyright and Confidential
Current Behavior Desired Behavior
Start doing
More of
Less of
Stop doing
One Time
Period
From now on
Behavior to
Change
1 B. J. Fogg’s Behavioral Model (2007)

29. 30Vertic 2018 © Copyright and Confidential
Barriers to Behavior Triggers
How can we make a behaviour more likely to occur?
SocialNorms
Motivation
Personal
Incentive
Ease
Ability Environment
BtC
BtC
• Facilitator
• Spark
• Signal
1 B. J. Fogg’s Behavioral Model (2007)

30. Journey
Awareness Consideration First trial Loyalty
Stakeholder
Insights
Tasks, Pains, Gains
Behaviors to
Change
Barriers to
Behavior
Enablers to
Leverage
31Vertic 2018 © Copyright and Confidential

31. Share of Life
Zero Degrees
of Separation
One–with–One Entanglement
™
O
The Three Pillars of

32. Five Takeaways
• Theory & Practice - You can find useful the theory of today in the practical work of tomorrow
• Entaglement – The result of a ONE-WITH-ONE marketing where customer and brand
collaborate and add value to each other is that a dynamic relationship between the two is
established the brand evolves together with the customer and viceversa.
• Zero-Degree Separation - According to Share of Life gathering insights about the customer
enables brand to know the customer better and closer and closer.
• Inside-out & Outside-In - A good solution adds value to the customer, helps the company
achieve its business objectives, and makes the brand stand out from the competition.
These three elements are all equally important.
• Behavioral Science - Vertic leverages behavioral science by developing marketing
solutions that strategically facilitate behavioral changes.

33. Thank you!
34Vertic 2018 © Copyright and Confidential

34. Reach out!
@
lmargagliotti@vertic.comAdd me on LinkedIn